Atout France French- Affairs 2011

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  • INTERHOMEATOUT FRANCEPIERRE ET VACANCESWER
  • INTERHOMEATOUT FRANCEPIERRE ET VACANCESWER

Transcript

  • 1. © 2011 PhoCusWright Inc. All Rights Reserved. 1
  • 2. October 24, 2011 Trends in Distribution Workshop “French Affairs 2011” JW Marriott Marquis Miami, FL Cees Bosselaar Director Business Development and Destination Marketing Specialist
  • 3. Travel is our world.PhoCusWright is the global travel research authority on how travelers, suppliers and intermediaries connect.
  • 4. PhoCusWright Analysts Around the World© 2011 PhoCusWright Inc. All Rights Reserved. 4
  • 5. © 2011 PhoCusWright Inc. All Rights Reserved. 6
  • 6. TRENDS IN DISTRIBUTION
  • 7. The Global PictureDistribution: consumersDistribution: suppliers and intermediariesDistribution: travel agentsDistribution: mobile + socialQ&A
  • 8. U.S. Europe SCAN U.S. APAC Higher U.K. CHILE JAPAN LATAMOnline Travel Penetration ANZ U.S. FRANCE SING INDIA GERMANY MEXICO ITALY BRAZIL SPAIN COL PERU ARG CHINA Lower Lower Higher Source: PhoCusWright’s Global Online Travel Overview Second Edition Annual Growth Online Sales © 2011 PhoCusWright Inc. All Rights Reserved. 9
  • 9. U.S. Europe SCAN U.S. APAC Higher U.K. CHILE JAPAN LATAMOnline Travel Penetration ANZ FRANCE SING INDIA GERMANY MEXICO ITALY BRAZIL SPAIN COL PERU ARG CHINA Lower Lower Higher Source: PhoCusWright’s Global Online Travel Overview Second Edition Annual Growth Online Sales © 2011 PhoCusWright Inc. All Rights Reserved. 10
  • 10. U.S. Europe SCAN U.S. APAC Higher U.K. CHILE JAPAN LATAMOnline Travel Penetration ANZ FRANCE SING INDIA GERMANY MEXICO ITALY BRAZIL SPAIN COL PERU ARG CHINA Lower Lower Higher Source: PhoCusWright’s Global Online Travel Overview Second Edition Annual Growth Online Sales © 2011 PhoCusWright Inc. All Rights Reserved. 11
  • 11. U.S. Europe SCAN U.S. APAC Higher U.K. CHILE JAPAN LATAMOnline Travel Penetration ANZ FRANCE SING INDIA GERMANY MEXICO ITALY BRAZIL SPAIN COL PERU ARG CHINA Lower Lower Higher Source: PhoCusWright’s Global Online Travel Overview Second Edition Annual Growth Online Sales © 2011 PhoCusWright Inc. All Rights Reserved. 12
  • 12. Online Leisure/Unmanaged Business Travel Penetration by Market, 199245%40%35%30%25%20%15%10%5%0% Note: 2010-2012 projected. Source: PhoCusWright’s Global Online Travel Overview Second Edition, 2011 © 2011 PhoCusWright Inc. All Rights Reserved. 13
  • 13. Online Leisure/Unmanaged Business Travel Penetration by Market, 201245%40%35%30%25%20%15%10%5%0% Europe APAC LATAM Note: 2010-2012 projected. Source: PhoCusWright’s Global Online Travel Overview Second Edition, 2011 © 2011 PhoCusWright Inc. All Rights Reserved. 14
  • 14. Online Travel Penetration* of the Total TravelMarket, Global Markets, 2008-201245% 39% 39%40% 38% 38% 35%35% 36% 35% 33%30% 31% 24% U.S.25% 27% 23% 21% APAC20% 18% 21% 15% Europe15% 18% 14% Latin America10% 11% 5% 8% 0% 2008 2009 2010 2011 2012*Leisure/unmanaged business travel websites as a percent of the total travel market.Note: 2010-2012 projected. Data for 2012 not available for Canada.Source: PhoCusWrights U.S. Online Travel Overview Tenth Edition; PhoCusWright’s Asia Pacific Online Travel Overview Fourth Edition; PhoCusWright’s LatinAmerican Online Travel Overview © 2011 PhoCusWright Inc. All Rights Reserved. 15
  • 15. Consumers
  • 16. © 2011 PhoCusWright Inc. All Rights Reserved. 17
  • 17. © 2011 PhoCusWright Inc. All Rights Reserved. 18
  • 18. © 2011 PhoCusWright Inc. All Rights Reserved. 19
  • 19. © 2011 PhoCusWright Inc. All Rights Reserved. 20
  • 20. The Leisure Travel Cycle Dream Share Plan Explore BookSource: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 21
  • 21. © 2011 PhoCusWright Inc. All Rights Reserved. 22
  • 22. © 2011 PhoCusWright Inc. All Rights Reserved. 23
  • 23. Leisure Destination Types (Incidence Among Travelers)* 57% Destination that you selected independently 63% (excluding all of the above) 61% 65% Destination where you visited friends or family 55% casually (not driven by a social event, such as a 45% 36% reunion or wedding) 39% 23% Destination where you attended a social 16% event, such as a reunion or wedding 15% 24% 9% Destination where you, friends, or family own a 14% holiday home 11% U.S. 11% 9% FranceDestination where you added a leisure stay as an 9% extension of a business trip 10% 5% Germany Destination where you have a timeshare or 8% U.K. 5% fractional ownership of property 5% 5%*Respondents were asked to count each trip once in the most relevant categoryBase: U.S. travelers (N=2,755), French travelers (N=807), German travelers (N=793), U.K. travelers (N=783)Source: Destination Unknown: How U.S. and European Travelers Decide Where to Go © 2011 PhoCusWright Inc. All Rights Reserved. 24
  • 24. © 2011 PhoCusWright Inc. All Rights Reserved. 25
  • 25. Factors Affecting Destination Selection 70% I had the specific destination in mind and planned this 54% trip around it 59% 60% 16%I chose between a number of destinations I had in mind 22% 24% 20% 5% I had some destinations in mind but considered new 3% options as I began researching and planning 2% 7% 3% I had no specific destinations in mind until I started 11% researching and planning 6% 5% I hadnt been thinking about taking this trip, but saw a 3% U.S. 8% good deal for this destination and decided to book it 6% France 5% Germany 3% U.K. Other 3% 2% 3%Base: Travelers who have selected a destination independently: U.S. travelers (1,569), French travelers (N=507), German travelers (N=477), U.K. travelers (N=510)Source: Destination Unknown: How U.S. and European Travelers Decide Where to Go © 2011 PhoCusWright Inc. All Rights Reserved. 26
  • 26. A B© 2011 PhoCusWright Inc. All Rights Reserved. 27
  • 27. © 2011 PhoCusWright Inc. All Rights Reserved. 28
  • 28. © 2011 PhoCusWright Inc. All Rights Reserved. 29
  • 29. © 2011 PhoCusWright Inc. All Rights Reserved. 30
  • 30. © 2011 PhoCusWright Inc. All Rights Reserved. 31
  • 31. © 2011 PhoCusWright Inc. All Rights Reserved. 32
  • 32. Suppliers and Intermediaries
  • 33. © 2011 PhoCusWright Inc. All Rights Reserved. 34
  • 34. © 2011 PhoCusWright Inc. All Rights Reserved. 35
  • 35. © 2011 PhoCusWright Inc. All Rights Reserved. 36
  • 36. “When was the last time somebody used a travel agent instead of just going online?”
  • 37. Is this a travel agent?
  • 38. And Travel Agencies Have Suffered U.S. Online Leisure/Unmanaged Business Travel Penetration of Total U.S. Travel Market and ARC-Accredited Agencies, 1999-2011 50%35,000 Online Travel Agencies & Supplier Web Sites 45% Accredited ARC agencies30,000 40% 35%25,000 30%20,000 25% 20%15,000 15%10,000 10% 5,000 5% 0% 01999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Sources: PhoCusWright Inc. and ARC © 2011 PhoCusWright Inc. All Rights Reserved. 39
  • 39. Travel Agents’ Exaggerated DemiseTotal U.S. Travel Market by Channel, 2008-2012 Source: PhoCusWright’s U.S. Online Travel Overview 10th Edition, November 2010 © 2011 PhoCusWright Inc. All Rights Reserved. 40
  • 40. Travel Agents’ Exaggerated DemiseTotal U.S. Travel Market by Channel, 2008-2012 (US$B) Source: PhoCusWright’s U.S. Online Travel Overview 10th Edition, November 2010 © 2011 PhoCusWright Inc. All Rights Reserved. 41
  • 41. Yesterday’s travel agent Order taker Air was the asset General purpose Change averse Transactional© 2011 PhoCusWright Inc. All Rights Reserved. 42
  • 42. Today’s travel agent Expertise, relationships, Consultative service are the asset Specialized Adaptive Traveler Advocate© 2011 PhoCusWright Inc. All Rights Reserved. 43
  • 43. The “Conceptual” Travel Distribution Chain Supplier Air, hotel, car rental Wholesaler Retailer © 2011 PhoCusWright Inc. All Rights Reserved. 44
  • 44. The Convoluted Reality of “Traditional” Agency Distribution “Preferred” Supplier HBAs Airline Host Hotel Agencies Car rental RSAs Cruise line Tour operator Consortia/ Franchise © 2011 PhoCusWright Inc. All Rights Reserved. 45
  • 45. Pressure© 2011 PhoCusWright Inc. All Rights Reserved. 46
  • 46. OTAs & Supplier Pressure on the DemandDirect leisure travel agency Generation landscape © 2011 PhoCusWright Inc. All Rights Reserved. 47
  • 47. But Travel Agents Still Have Significant Market ShareTotal U.S. Travel Market* & Travel Agency** Sales & Share, 2010 (US$B) 32% of all travel sales in 2010 * Total travel market: passenger/ticket/room revenue of airlines, hotels, car rental, tour operator, cruise and rail. ** Travel agency refers to traditional agencies (TMC, brick and mortar, home-based) and excludes online agencies. Source: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 48
  • 48. Leisure Agencies Have Focused on Higher-MarginComplex LeisureTravel Agency Leisure Sales by Component Type, 2010 Source: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 49
  • 49. © 2011 PhoCusWright Inc. All Rights Reserved. 50
  • 50. There Are a Lot Fewer of These… © 2011 PhoCusWright Inc. All Rights Reserved. 51
  • 51. But a Lot More of These… © 2011 PhoCusWright Inc. All Rights Reserved. 52
  • 52. Agencies in 2006: Agencies in 2009: c.24,000 c.20,600 General Purpose Corporate & 24% General Purpose, 26% Corporate 7% Leisure Leisure, 74% 69% Corporate, “GP” not examined in this study, but most Agency Type Definitions: Leisure: At least 70% of volume is leisure contraction expected within Corporate: At least 60% of volume is managed corporate travel “general purpose agencies” Source: PhoCusWright Inc.© 2011 PhoCusWright Inc. All Rights Reserved. 53
  • 53. Agency Population Contracts Faster Than theHome-Based Population GrowsAgent Population Shift by Type, 2006 & 2009 (000s) 2006 2009 111 106 80 72 31 34 Agent Population RSAs HBAs Note: RSAs include leisure and corporate, full-time and part-time employees Source: PhoCusWright Inc.© 2011 PhoCusWright Inc. All Rights Reserved. 54
  • 54. RSAs Are Far More ProductiveTotal Personal Sales Volume for All Travel Products byAgent Type Retail storefront Home-based 30% 33% $250k+ <$250K 67% 70% Note: Q20. Please check the volume range that best represents the gross sales volume (the total value) you personally expect to sell in 2009, including all travel (leisure and corporate, cruise and land-based vacations, etc). Select only one. (n=917) Source: PhoCusWright Inc.© 2011 PhoCusWright Inc. All Rights Reserved. 55
  • 55. If You Provide a Service, Why Not Charge for It?Percentage of Leisure Agents That Charge Fees Retail storefront 82% Home-based 45% Note: Q17. Do you charge service fees to your clients? (n=917) Source: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 56
  • 56. Characteristics of Agency Organizations (PhoCusWright subjective assessment) Franchise/Club AAA CruiseOne TravelLeaders ConsortiaProduction EnsembleVolume Independent Signature HBAs Vacation.com(per capita) Host Virtuoso Agencies Avoya Nexion Hosted HBAs Unorganized Organized Source: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 57
  • 57. Characteristics of Agency Organizations Franchise/Club AAA CruiseOne TravelLeaders ConsortiaProduction EnsembleVolume Independent Signature HBAs Vacation.com(per capita) Host Virtuoso Agencies Avoya Nexion Hosted HBAs Unorganized Organized Source: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 58
  • 58. Vacation.com Is Most Common, but Lots of Fragmentation Consortia, Franchise & Host Agency Affiliation RSAs HBAs Vacation.com 23% Other 57% Other 20% Vacation.com 38% Virtuoso 16% Nexion 11% AAA 14% American Express 8%American Express 9% AAA 6% TravelSavers 8% Virtuoso 6% Ensemble 8% Cruise Planners 5% Signature 8% TravelSavers 5% Travel Leaders 7% Note: Q22a. Please tell us to which of the following you belong: Select all that apply.(n=384/533) Source: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 59
  • 59. For Leisure Agents, These Days Should Be Coming to anEnd… © 2011 PhoCusWright Inc. All Rights Reserved. 60
  • 60. Travel Agents Are Expecting – and Expected – to Shopand Book Online © 2011 PhoCusWright Inc. All Rights Reserved. 61
  • 61. © 2011 PhoCusWright Inc. All Rights Reserved. 62
  • 62. Travel Distribution & Mobile
  • 63. © 2011 PhoCusWright Inc. All Rights Reserved. 64
  • 64. © 2011 PhoCusWright Inc. All Rights Reserved. 65
  • 65. © 2011 PhoCusWright Inc. All Rights Reserved. 66
  • 66. © 2011 PhoCusWright Inc. All Rights Reserved. 67
  • 67. Mobile Travel Applications for Leisure Travel Explore destinations, view sample itineraries Dream Share experiences Plan day-by-day while traveling activities Share Plan Navigate location and Book alternatives during explore surroundings. service disruptions and Explore cultures and Explore Book ancillary services such as historical sites based on hotels, restaurants, and your preferences ground transportationSource: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 68
  • 68. Travel-Related Mobile Phone Activities (U.S.) View maps/get directions online 35% 14% 51% Research local activities such as restaurants and shows 28% 16% 56% online Research travel products such as hotel rooms or flights 25% 14% 61% online Reserve/purchase local activities such as restaurants 21% 17% 62% and show tickets online Check-in for flight, hotel, train, or car rental 20% 22% 58% Reserve/purchase travel products such as hotel rooms 19% 16% 64% or flights online Make online changes to existing travel reservations 17% 18% 65% Use as a boarding pass or ticket for flight or train 16% 20% 64% Likely to do and have in the past Likely to do and have not in the past Not likely to do in next 12 mos.Note: Totals may not add to 100% due to roundingSource: PhoCusWrights Traveler Technology Survey 2010 © 2011 PhoCusWright Inc. All Rights Reserved. 69
  • 69. © 2011 PhoCusWright Inc. All Rights Reserved. 70
  • 70. © 2011 PhoCusWright Inc. All Rights Reserved. 71
  • 71. © 2011 PhoCusWright Inc. All Rights Reserved. 72
  • 72. © 2011 PhoCusWright Inc. All Rights Reserved. 73
  • 73. Travel Distribution & Social Media
  • 74. © 2011 PhoCusWright Inc. All Rights Reserved. 75
  • 75. Sizing Social Travel• More than two in three travelers cite traveler reviews (either on OTAs or traveler review websites) as influential when planning leisure travel• More than four in ten travelers say comments from people within their social networks are influential in the travel planning process• Facebook referred more than 15.2 million visitors to hotel websites in 2010, a 35% increase from 2009 and more than 400% jump from 2.1 million in 2008• Of those 15.2 million referrals from Facebook to hotel websites, some 568,000 resulted in a booking, representing a conversion rate of 4% and a jump of 562% in referred bookers from 2008 © 2011 PhoCusWright Inc. All Rights Reserved. 76
  • 76. © 2011 PhoCusWright Inc. All Rights Reserved. 77
  • 77. © 2011 PhoCusWright Inc. All Rights Reserved. 78
  • 78. © 2011 PhoCusWright Inc. All Rights Reserved. 79
  • 79. © 2011 PhoCusWright Inc. All Rights Reserved. 80
  • 80. © 2011 PhoCusWright Inc. All Rights Reserved. 81
  • 81. © 2011 PhoCusWright Inc. All Rights Reserved. 82
  • 82. © 2011 PhoCusWright Inc. All Rights Reserved. 83
  • 83. © 2011 PhoCusWright Inc. All Rights Reserved. 84
  • 84. © 2011 PhoCusWright Inc. All Rights Reserved. 85
  • 85. Thank you!
  • 86. © 2011 PhoCusWright Inc. All Rights Reserved. 87
  • 87. © 2011 PhoCusWright Inc. All Rights Reserved. 88
  • 88. © 2011 PhoCusWright Inc. All Rights Reserved. 89
  • 89. © 2011 PhoCusWright Inc. All Rights Reserved. 90